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One was a real article from the New York Times about the decision to classify obesity as a disease.

A second article focused on standard tips for managing weight, including having a weekly weigh-in and varying exercise to keep it interesting.

The warning comes amid concern that we are too quick to slap a medical label on problems related to behaviour and lifestyle

The third piece argued that obesity is not a disease and emphasised the importance of a person’s lifestyle to their health.

The men and women gave their height and weight and answered questions about their attitudes to dieting.

They were also given a sandwich menu and asked which of the snacks they would like to order.

The study showed that articles had a clear effect on the attitude of those who were dangerously overweight.

The obese men and men who read that obesity was a disease saw dieting for health as less important than the others.

They were also less concerned about their weigh, happier with their size and chose higher calorie sandwiches.

Writing in the journal Psychological Science, the researchers said: ‘Together, these findings suggest that messages that individuals hear about the nature of obesity have self-regulatory consequences.

‘Considering that obesity is a crucial public health issue, a more nuanced understanding of the impact of an “obesity is a disease” message has significant implications.’

More than a quarter of adults in England are obese and with the crisis showing no signs of easing, experts say it is time for the sort of shock tactics employed in anti-smoking campaigns.

Tam Fry, of the National Obesity Forum, said that obesity is a disease – but the message needs to be delivered much more sensitively than in the study.

He said: ‘Obesity is a disease and, like many other diseases, may well kill you. The obese need to know that.

‘Key to this, therefore, is “ how “ they and told. They need a little person-to-person tender loving care and understanding before a qualified health professional gets round to telling them how crucial it is that they lose weight.